GGC&Y Picks Up Online Grocer

Gardner, Geary, Coll & Young has been awarded an estimated $15-20 million account from WebVan, a startup Internet site that will sell groceries online.
The San Francisco shop won the business late last month following a review that included several undisclosed Bay Area shops, sources said.
The Foster City, Calif., company, founded by Louis Borders of Borders Books and operating under the name Intelligent Systems for Retailing, will launch the site this spring. WebVan will initially offer its sales and delivery service in the Bay Area only, said sources.
A WebVan representative confirmed the hire of GGC&Y, but would not comment on its ad plans.
Sources said a campaign from the agency will break in April. GGC&Y executives declined to comment.
Separately, an online retailer of food-related products already up and running is searching for a West Coast shop to handle its $4-8 million account. Founded a year ago, Digital Chef, the Culinary Institute of America’s online partner, is in the preliminary stages of a closed search for its first agency.
The St. Helena, Calif.-based company wants a shop to create traditional advertising to promote its Web site at, officials said.
“We plan to be more aggressive in our marketing in 1999 and 2000,” said the company’s chief executive, Kevin Applebaum.
The Digital Chef site offers recipes, shopping lists and cooking advice, and also sells a wide selection of gourmet food and kitchenware.
Besides the soon-to-be-launched WebVan, Digital Chef’s competitors include Peapod and NetGrocer.